Research On Xiaomi Tech’s Ecosphere Construction Mode & Operation Mechanism

Established less than five years, Xiaomi Tech holds the first place in the China Smartphone industry with the highest market share. From the life-threatening situation in the public opinion at the beginning, to the excellent model of Internet thinking and social marketing wildly followed by the competitors, Xiaomi has been misconstrued and misinterpreted. This research focuses on the Xiaomi phenomenon, synthetically using the theoretical models and analytical methodology in the subjects of Communication, Ecology, Economics and Management. A preliminary research hypothesis has been proposed:In the Internet environment, the connotation and denotation of product, user and marketing has changed in essential, marketing activities has run through whole process of product R&D and user diffusion; Under the influence of social media platform, product, user and marketing connect seamlessly, and constitute a integrated ecosystem. In order to verify this research hypothesis, virtual ethnography, participatory observation and in-depth interviews have been conducted for nearly half a year to discuss three main problems:(1) In the open-connected and decentralized Internet era, how have the concepts of product, user and marketing changed?(2) How has the user community of Xiaomi formed and diffused? How could the users motivate product and marketing Innovation?(3) In the social media platform, by what means has Xiaomi connect products and users smoothly and build its brand? Based on the ecological system theory, Xiao mi has been regarded as an ecosphere constituted and driven by three core ecosystems in this research. Trough exploring the construction mode and operation mechanism of product, user and marketing ecosystem, and this paper interprets the underlying logic of Xiaomi Ecosphere and its disruptive innovation.